T-TAM Asks: Can OOH Viewers Compensate for Ratings Decline?

T-TAM Asks: Can OOH Viewers Compensate for Ratings Decline?

Should Advertisers Pay a Premium for the OOH Audience?

RINGWOOD, N.J., May 14 /PRNewswire/ -- As TV networks prepare for the upfront and scatter market that follows, the Total TV Audience Monitor (T-TAM) is filling in the ratings gaps, demonstrating how the out-of-home (OOH) audience can augment in-home ratings and compensate for some ratings declines. The annual T-TAM study just released shows for example that OOH viewing provides a 5% lift in the 18-49 average TV audience, a demo which recently has been elusive for many networks. Traditional ratings don't currently include the whole OOH audience, so several networks, including T-TAM founder ESPN, CNN, and FOX are using T-TAM's OOH lift to demonstrate the value of this added audience to advertisers.

(Logo:

http://www.newscom.com/cgi-bin/prnh/20060801/NYTU028LOGO )

The T-TAM study provides unique insight to OOH viewing behavior. This study shows that the OOH lift for the 18-49 TV audience is greatest during weekdays 10a-4p when the average index is 109 (or a 9% increase in the average 18-49 audience when OOH is included). But the lift varies greatly by network type, daypart, and even by program. T-TAM reports for example that ad- supported cable garners more lift from college locations and the workplace, while broadcast benefits more in bars & restaurants, 2nd homes and hotels.

For advertisers, OOH viewers can be very attractive as this audience tends to have higher incomes, higher education, and are traveling more. These plugged in, upscale viewers are also most likely to be tuned-in to the Internet. Airport & hotel TV viewers average $90,263 in annual household income vs. $59,120 among the "in-home only" TV viewing audience.

TV Audience Characteristics
Watch in-home Watch any
only OOH
Visited hotel/motel past week 2 % 11 %
HH Income of 100k+ 15 % 21 %
Completed College 32 % 40 %
Own Cellphone 77 % 87 %
Own PC or Laptop 59 % 70 %
Watched TV or Video online past week 8 % 15 %

Over the past several years, T-TAM has witnessed continued growth in the OOH universe. According to Barbara Leflein, president of T-TAM "In an average week more than half (52%) of adults in the US visit out of home locations where a TV can be watched." This, according to T-TAM translates to a potential universe of 113 million adults available to watch TV OOH, compared to a universe of 86 million just three years ago:

(Photo:

http://www.newscom.com/cgi-bin/prnh/20070514/NYM024 )

About Total TV Audience Monitor (T-TAM)

The Total TV Audience Monitor (T-TAM) is a national, persons-based audience measurement service established in 2003 to capture and report all TV viewing no matter where it takes place. Out-of- home viewing is defined as any viewing outside of a primary residence - second homes, hotels/motels, colleges, workplace, etc. T-TAM is supported by sponsors and subscribers including ESPN, FOX, and CNN.

Website: http://www.totaltvmonitor.com/

Total TV Audience Monitor
Lynnae Psaras
Vice President
email: lpsaras@leflein.com
phone: 973-728-8877

Total TV Audience Monitor
Barbara Leflein
President
email: bleflein@leflein.com
phone: 973-728-8877

First Call Analyst:
FCMN Contact:

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070514/NYM024
http://www.newscom.com/cgi-bin/prnh/20060801/NYTU028LOGO
AP Archive:

http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: Total TV Audience Monitor (T-TAM)

Contact: Lynnae Psaras, Vice President, +1-973-728-8877, or
lpsaras@leflein.com, or Barbara Leflein, President, +1-973-728-8877, or
bleflein@leflein.com, both of Total TV Audience Monitor

Web site:

http://www.totaltvmonitor.com/

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